Building a Mobile Presence
Mobile is a revolution. The power of the personal mobile device has created the potential for businesses to build stronger and more mutually valuable relationships with their customers. Nothing gets a marketer closer to their customer than mobile.
Many marketers realize this, at least instinctively. They know that a mobile relationship has to be invited, built upon and cultivated. However, either due to lack of experience or training, many marketers don't know how to do this.
Today's brand imperative is to include mobile in the marketing mix. A key element is to establish a mobile presence. Marketers leveraging mobile may use any number of the elements at their disposal to engage, entertain, enrich and delight consumers. These include:
- mobile websites;
- mobile applications;
- SMS, MMS and email messaging;
- mobile enrichments, elements and experiences;
- mobile search;
- location-aware plug-ins;
- mobile social media;
- mobile advertising (from text to banner to rich media);
- mobile commerce;
- response codes;
- personalization and privacy management tools;
- optimized mobile content (e.g., text, images, video);
- mobile access points;
- feature phones;
- tablet computers and other connected devices;
- use of traditional media; and
- market verticals.
The versatility and capability of the channel means that building out mobile campaigns could employ any combination of the above. However, conducting a campaign that simply leverages one or more mobile elements for a finite period of time is simply a mobile tactic, not a mobile presence. It shouldn't be considered core to the marketer’s strategy.
To develop a strategy, consider mobile from every side and dimension. In developing a strategic marketing plan, brands can no longer just rely on linear models. Marketing today is a multidimensional problem set requiring nonlinear solutions and thinking.
Without a strategy to hold these elements together, your mobile engagement could suffer. One key to a mobile strategy is where you'll establish your mobile presence. There's no one-size-fits-all strategy when it comes to building a mobile presence. Just as mobile is a personal choice for the consumer, the right combination of the mobile elements outlined above will vary based on particular marketing objectives, firm resources and customer needs.